Pepsi Reinforces Its Cultural Leadership This December as Baba for the Streetz

With December festivities in full swing, Pepsi is reaffirming its leadership in Nigeria’s entertainment and youth culture landscape, further strengthening the reputation that has earned it the title “Baba for the Streetz”. The brand’s continued investment in music, culture and consumer-driven experiences remains central to its identity and longstanding connection with young Nigerians.

“Pepsi has been one of the most prominent champions of Afrobeats, recognising its power as a global voice for African culture and the unique energy it brings to the music ecosystem. We have always been deeply connected to the spaces where culture is created and celebrated with the goal of winning the heart and mind of our consumers,” said Yewande Ade-Alao, Marketing Manager, Seven Up Bottling Company. “Our commitment to music, culture and delivering value is what has kept us closely aligned with consumers year after year. This December, we are building on that legacy by supporting the platforms and moments that matter most to our consumers.”

Pepsi’s cultural influence is rooted in years of consistent engagement across Nigeria’s entertainment ecosystem. The brand has powered some of the biggest Afrobeat concerts, festivals and nightlife experiences, while also championing the growth of emerging sounds that have shaped modern music trends. Pepsi was the first to sign DJ ambassadors, thereby strengthening its credibility and solidifying its position at the centre of Nigeria’s pop culture movement. Over the years, Pepsi has played a pioneering role in shaping the Detty December culture, establishing the back-to-back concerts, raves, block parties and city-wide festivities that have now become a hallmark of Nigeria’s end-of-year celebrations.

Through high-energy concerts, festival takeovers, grassroots block parties and creator-led cultural expressions, Pepsi continues to build meaningful connections with youth and urban communities across the country.

The brand’s presence is already deeply felt at the heart of the festive season, having made an impact at Obi’s House, Detty Dec Fest by Livespot, Element House, Mainland Block Party, Chunes Day Africa and Motherland. The momentum continues to build as the brand prepares to feature prominently at the Wizkid G.O.A.T Experience with Futurefest, Eko Groove, Island Block Party, Elite Fest, and many more. These touchpoints define the December experience for young Nigerians through a mix of live performances and interactive digital moments designed to keep fans connected throughout the festive season.

Pepsi continues to affirm its position as the Baba for the Streetz and a pioneer of the Detty December movement, staying deeply connected to consumers across Nigeria, giving value, staying true to youth culture, and delivering experiences that blend entertainment, community and the signature refreshment the brand is known for.